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allowed us to produce personalised
postcards cost effectively for more
than 100,000 people was the key
part of the campaign, which was
incredibly successful.
"The combination of digital
print with digital media as part
of an integrated campaign is one
of the routes that printers need to
be looking at for future growth.
Certainly, for SOS, we are no longer
just a printer, a company that puts
ink on paper and folds the sheet. We
are also developing into a marketing
solutions business that offers
real value to our clients through
measurable results. Having digital
print technology means we can work
in both the short run on demand
markets, such as the educational
books and training manuals, and in
the integrated personalised cross
media campaigns, such as the one
for the niche car company."
fgures, this business only works
with the highest level of automation
and effciencies. And there can be no
waste or room for error. Automation
of the workfow is the solution.”
The short run book business in
its current form is still developing,
but developing at a rapid pace.
Typical work at SOS would be for
educational text books, with a colour
cover and either monochrome or
increasingly colour text pages.
Schulz says, “Publishers are now
realising what can be produced
at what price points, and it is
very attractive for them. Colour
pages are far better for the reader,
which means the books are more
popular, so they sell more. An
accountancy text book, for instance,
in monochrome is a bit of a read
but if the pages are colour, with
colour images, it makes it far more
readable, so they sell more, and
hopefully enable the student to
do better, as the information is
more accessible. The new Ricoh
technology means we can offer
publishers of text books, training
books, manuals and the like the
exact run lengths they want at the
time they want them."
Schulz says Australian printers
embracing digital technology
should be able to win work back
from overseas. He points to a
1,240 page accountancy tome on
the SOS bookcase. This used to
be printed in Hong Kong in a run
of 500 on an offset press. When
Schulz enquired of the publisher
how many were actually sold, he
was told 211. The rest were stored
and often eventually pulped. Schulz
says by talking through the numbers
with the publisher he was able to
persuade him that although each
of the 211 copies would cost more
than each of the 500 printed offset
overseas, the total cost for each
book was lower by printing digital
here, as there were no storage costs,
no disposal costs and no other soft
costs. And of course, the publisher
could order on demand. For SOS
211 copies of a 1,240 page book is
a decent job, if managed correctly
and that is achieved through the
aforementioned automation.
SOS does not just print books
on its trio of Ricoh digital colour
printers though; it is printing an
increasing amount of variable data
work. One job that typifes the
way print is an invaluable part of
the sales process saw a niche car
company set up a Facebook page
for the Australian market It invited
the public to send in their name and
address. A postcard was created
online with a Google image of their
streetscape and a picture of the car
company's model dropped in, and
an invitation to register for a test
drive in their local showroom. The
postcard was then mailed to the
100,000+ people who responded
to the Facebook page, and from
this more than 100 new sales were
achieved.
Schulz says, “In this kind
of campaign, which draws on
multiple media, the print part
is absolutely indispensable. The
digital technology and database
management skills that we have that
COVER STORY
Australian Printer - March 2013 31
Ricoh Cutsheet Production
THE Ricoh Pro C901 colour digital printer is designed
to aim squarely at the commercial graphic arts
market. It can for instance produce a 400-page, A4
double sided report, with bleed up to three sides,
glued and bound, all in the one production line,
without human intervention, with up to 250 spot
colours per page.
Ricoh says the Pro C901 has a monthly duty cycle
of 580,000 and uses new ne toner, technology,
as well as upgraded engine and digital front end
technology. It comes with a speed of 90 ppm with
no reduction in output for heavier stocks.
The new device's paper support capabilities
can handle stock up to 300 gsm duplex at the rated
engine speed, including gloss stock supported
from 80 to 300 gsm due to new feed and fuser
technology.
Other advancements on this next generation
press include: Energy Star 1.1 compliance, minimal
downtime due to the enhanced Trained Customer
Replacement Units and new Fiery DFE.
Ricoh says the Pro C901 is backed by the Ricoh
Production team of specialists, who can provide
customisable print room solutions, services, training
and support.
Kathy Wilson, general manager of Business
Solutions and Production for Ricoh Australia, says,
"The Ricoh Pro C901 is a result of observing trends
in the marketplace and listening to the needs of our
customers. They asked for a device that produces
accurate, high resolution output at fast speeds,
along with the automation that comes from our
world-leading inline nishing. The Ricoh Pro C901
Graphic Arts Edition is the result."
Wilson points to Ricoh's team of specialists who
can provide customisable print room solutions,
services, training and support, adding that the
machine's trained customer replacement units
(TCRUs) allow printers to minimise downtime by
replacing imaging components themselves rather
than call a technician.
She says, "This device ticks all the boxes. The
new technology used in the Pro C901 means it
provides graphic-arts quality combined with the
added functionality and productivity to meet high-
speed turnarounds, cost e ectively."
Ricoh Pro C901
Digital printing: The latest Ricoh at SOS is producing up to 100,000 book covers every week